Re-Examining the Publicity, Advertising and Marketing of Legal Profession in Malaysia
Keywords:
legal profession, legal publicity, legal marketing
Abstract
The legal practitioners in Malaysia are restricted from publicising, advertising and marketing themselves on the grounds of fiduciary relationship with clients, the duty to serve the public and it is professionally undignified. Despite the advancement of the Information, Communication and Technology, lawyers are restricted in utilising it for publicity, advertising and marketing. At the same time, the public is deprived of information to engage the best lawyers of their choice. Furthermore, while other countries such as European Union, United Kingdom, Singapore and Australia have moved forward, the Malaysian legal profession remains unchanged. This concept paper investigates the adequacy of the Legal Profession (Publicity) Rules 2001(“LPPR 2001”) in legalising publicity, advertising and marketing. This paper adopts a qualitative research methodology with doctrinal and comparative approaches. Firstly, this paper focuses on content analysis of statutes as the primary source of law. Secondly, content analysis on secondary sources of law including journal articles, and online sources. Thirdly, conducting a comparative study by analysing the primary and secondary sources of law in other jurisdictions. This paper explains that lawyers must be allowed to innovate into new methods in publicising, advertising and marketing themselves. Society will greatly benefit from this as they will be more informed and knowledgeable in engaging the service of lawyers of their choice. This paper ends by suggesting that there is a dire need to legalise the publicity, advertising and marketing of the legal profession in Malaysia. Thus, this research is significant to the development of the legal profession in Malaysia.
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References
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Lestari, W. L., Famiola, M. (2021). Innovation of Business Model to Expand New Revenue Stream and Exploring Willingness to Pay in Café, Restaurant and Business Sector to Waste Logistic Service in Urban Area: Study Case of NYAMPIH. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(7), 350-359.
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Mohamed On, H. (2019). Pengiklanan Yuran Guaman oleh Peguam: Persepsi Awam dan Peguam. Asian Journal of Accounting and Governance, 12(0), 143–154.
Mohamed On, H., & Shapiee, R. (2009). Peraturan Publisiti Dalam Profesion Guaman: Justifikasi Ke Arah Penilaian Semula. Jurnal Undang-Undang Dan Masyarakat, 13(0), 96–114.
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Puspitasari, L., & Mohamad Permana., R. S. (2018). Marketing Communication Strategy of National Indie Movies: A Case Study of Yogyakarta Indie Movies. Malaysian Journal of Social Sciences and Humanities (MJSSH), 3(2), 24-31.
Riordan, C., & Osterman., P. (2016). Externalization of work By Corporate Law Firms: Implications For Careers and the Profession. The Structuring of Work in Organizations Research in the Sociology Organizations, 47, 333-361.
Rondel v Worsley [1969] 1 A.C. 191.
Rotman, L. I. (2017). Understanding Fiduciary Duties and Relationship Fiduciarity. McGill Law Journal, 62(4), 975-1042.
Scarola, C. T. (2019). What happens on Social Media Could Derail Your Legal Career: Teaching E-Professionalism in Experiential Learning. Vermont Law Review, 44(1), 165-208. https://heinonline.org/HOL/License.
Sears, R. (2020). The Duties and Obligations of Lawyers. South Texas Law Review, 61(1), 89.
Simon, S. (2020). Redefining the Concept of Advertising in Romanian: Between Need and Reality. Technium Social Sciences Journal, 13, 111-119.
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Wei, W. (2020). Study on the Characteristic Path of Legal Publicity in Ethnic Regions from the Perspective of Sociology of Law, 3rd International Conference on Economy Development and Social Sciences Research (EDSSR 2020).
Wilkins, D. B., Trubek, D. M., & Fong, B. (2020). Globalization, Lawyers and Emerging Economies: The Rise, Transformation and Significance of the New Corporate Legal Ecosystem In India, Brazil and China. Harvard International Law Journal, 61(2).
Wilson, R. (2020). From Advocate to Party-Defenses for Lawyers Who Find Themselves in Litigation. Texas Law Review, 61(1), 43.
Wong Jin Nee & Teoh. (2021). Advertising Compliance in Malaysia, accessed on 17 July 2021 at https://www.wjnt-law.com/intro/advertising-compliance-in-malaysia/.
Wong, H. S. (2019). Legal Profession and Marketing in Malaysia: Direction towards Hybrid Profession. International Journal of Recent Technology and Engineering (IJRTE), 8(2).
Woschnick, V. (2021). What Are the Top 10 Most Effective Marketing Strategies?, Widert Group, accessed on 19 September 2021 available at https://www.weidert.com/blog/top-10-most-effective-marketing-strategies.
Yiting, C. (2019). Defending the Legal Profession Publicity Rules assessed on 19 September 2021 at https://yitinglawoffice.wixsite.com.
Zainuddin, N. (2020), Value Creation and Destruction in Social Marketing Services: A Review and Research Agenda, Journal of Services Marketing, accessed on 19 September 2021 at https://www.emerald.com/insight/0887-6045.htm.
Abdullah, Z., & Panneerselvam, T. L. (2019). The Relationships Between Social Networking and Individual Job Performance of Law Sector in Malaysia. Journal of Education and Social Sciences, 12(2), 92-101. https://www.jesoc.com/issue/volume-12-february-2019-issue-2/.
Aguirrezabalaga, C. P., Saenz, J., & Ritala, P. (2020). Marketing-Specific Intellectual Capital: Conceptualization, Scale Development and Empirical Illustration. Journal of Intellectual Capital 21(6). https://www.emerald.com/insight/1469-1930.htm.
Anbalagan, V. (2021). Time to Review Archaic Publicity Rules, Lawyers Tell Bar Council. Free Malaysia Today (FMT), https://www.freemalaysiatoday.com/category/nation/2021/06/15/time to-review-archaic-publicity-rules-lawyers-tell-bar-council/.
AsOne (2021). What’s the Point? The Importance of Legal Marketing Services, accessed on 10 June 2021 at https://asone.co.uk/legal-marketing-services/.
Asuhaime, F. A., Pauzai, N. A., Yusob, M. L., & Asari, K. (2017). Rules on Advertisement in Malaysia. World Applied Sciences Journal, 35(9), 1723-1729, 2017.
Bagust, J. (2013). The Legal Profession and the Business of Law. Sydeny Law Review, 35(26).
Cambridge Dictionary. (2021). Publicity, acdessed on 19 September 2021 at https://dictionary.cambridge.org/dictionary/english/publicity.
Celvarajah, R. R. (2006). History of the Malaysian Bar, The Early beginning of the Bar Council and the Struggles of the Bar , accessed on 19 September 2021 at https://www.malaysianbar.org.my>echoes _of_ the_ past.
Chahal, H, Kumar, P., Kumari, & N. Sethi. (2021). Exploration of Stakeholder Marketing Orientation and its Impact on Business Performance in Indian Pharmaceutical Marketing Companies, International. Journal of Pharmaceutical and Healthcare Marketing, 15(1). https://www.emerald.com/insight/1750-6123.htm.
Chevtchouk, Y., Veloutsou, C., &Paton, R. A. (2021). The Experience – Economy Revisited: An Interdisciplinary Perspective and Research Agenda. Journal of Product & Brand Management, accessed on 19 September 2021 at https://www.emerald.com/insight/1061-0421.htm.
Chew, Y. (2019). Defending the Legal Profession Publicity Rules, assessed on 10 June 2021 at https://yitinglawoffice.wixsite.com/yitinglawoffice/post/defending-the-legal-profession-publicity-rule.
Chia, Lee & Associates. (2018). Basics of Security Law in Malaysia assessed on 19 September 2021 at
https://chialee.com.my>basic of cyber security law.
Chow, D. Y., & Tsui-Auch, L. S. (2020). Coping with Commodification: Hybrid strategies in Asian law firms. Asia Pacific Journal of Management, 37(3), 763–793. https://ideas.repec.org/a/kap/asiapa/v37y2020i3d10.1007_s10490-018-9629-1.html.
Devika, N. (2021). Definitions of Advertising, Economics Discussion, accessed on 19 September 2021 at https://www.economicsdiscussion.net/advertising/definitions-of-advertising/31793.
Hill, L. L. (2003). Publicity Rules of the Legal Professions Within the United Kingdom. Arizona Journal of International and Comparative Law, 20(2). https://chialee.com.my>basic of cyber security law.
Kalida, A. G. (2021). Press Release: The Malaysian Bar Does Not Tolerate Unscrupulous Behaviour By Lawyer, assessed on 19 September 2021 at https://www.malaysianbar.org.my.
Kasper, E. T., & Kozma, T. A. (2019). Did Five Supreme Court Justices Go Completely Bonkers: Saul Goodman, Legal Advertising, and The First Amendment Since Bates v. State Bar of Arizona. Cardozo Arts & Entertainment Law Journal, 37(2), 337-372.
Kazakov, S., Ruiz-Alba, J. L., & Munoz, M. M. (2021). The Impact of Information and Communication Technology and Internal Market Orientation Blending on Organisational Performance in Small and Medium Enterprises. European Journal of Management and Business Economics, 30(2). https://www.emerald.com/insight/2444-8494.htm.
Kotler, P. (1984). Marketing Essentials, Northwestern University. Prentice-Hall, Inc.
Kuala Lumpur Bar Committee. (2019). Rethinking the Legal Profession (Publicity) Rules 2001: A Consultation Paper, assessed on 13 June 2021 at https://www.klbar.org.my/wp-content/uploads/2019/08/2019.08.22-Draft_Consultation_Paper_Publicity_Rules.pdf.
Kwan, J. H., Jung, S. H., Choi, H. J., & Kim, K. (2020). Antecedent Factors that Affect Restaurant Brand Trust and Brand Loyalty: Focusing on US and Korean Consumers, Journal of Product & Brand Management, accessed on 19 September 2021 at ttps://www.emerald.com/insight/1061-0421.htm.
Lake, L. (2021), What is Publicity?,the BalanceSmall Business, accessed on 19 September 2021 at https://www.thebalancesmb.com/what-is-publicity-2295550.
Legal Writers. (2021). Digital Marketing for Lawyers, accessed on 10 June 2021 at https://www.legalwriters.com.au/digital-marketing-for-lawyers/.
Lestari, W. L., Famiola, M. (2021). Innovation of Business Model to Expand New Revenue Stream and Exploring Willingness to Pay in Café, Restaurant and Business Sector to Waste Logistic Service in Urban Area: Study Case of NYAMPIH. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(7), 350-359.
MacNamara, C. (2021). Basic Definitions: Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales, Free Management Library, accessed on 19 September 2021 at ttps://managementhelp.org/marketing/advertising/defined.htm.
Majlis Peguam v Dato Sri Dr Muhammad Shafee Abdullah [2016] 5 MLJ 572.
MBA Skool Team. (2021). Publicity Meaning, Meaning, Types and Examples,MBA Skool, accessed on 19 September 2021 at https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/13418-publicity.html.
Mohamed On, H. (2014). Pengiklanan Bidang Kepakaran Peguam: Keperluannya dalam Membantu Bakal Klien Memilih Peguam. UUM Journal of Legal Studies, 5(1), 13-29.
Mohamed On, H. (2019). Pengiklanan Yuran Guaman oleh Peguam: Persepsi Awam dan Peguam. Asian Journal of Accounting and Governance, 12(0), 143–154.
Mohamed On, H., & Shapiee, R. (2009). Peraturan Publisiti Dalam Profesion Guaman: Justifikasi Ke Arah Penilaian Semula. Jurnal Undang-Undang Dan Masyarakat, 13(0), 96–114.
Neilpatel. (2021). Three Key Legal Issues Online Marketers Need to Know About, accessed on 17 July 2021 at https://neilpatel.com/blog/legal-issues-facing-online-marketers/.
Puspitasari, L., & Mohamad Permana., R. S. (2018). Marketing Communication Strategy of National Indie Movies: A Case Study of Yogyakarta Indie Movies. Malaysian Journal of Social Sciences and Humanities (MJSSH), 3(2), 24-31.
Riordan, C., & Osterman., P. (2016). Externalization of work By Corporate Law Firms: Implications For Careers and the Profession. The Structuring of Work in Organizations Research in the Sociology Organizations, 47, 333-361.
Rondel v Worsley [1969] 1 A.C. 191.
Rotman, L. I. (2017). Understanding Fiduciary Duties and Relationship Fiduciarity. McGill Law Journal, 62(4), 975-1042.
Scarola, C. T. (2019). What happens on Social Media Could Derail Your Legal Career: Teaching E-Professionalism in Experiential Learning. Vermont Law Review, 44(1), 165-208. https://heinonline.org/HOL/License.
Sears, R. (2020). The Duties and Obligations of Lawyers. South Texas Law Review, 61(1), 89.
Simon, S. (2020). Redefining the Concept of Advertising in Romanian: Between Need and Reality. Technium Social Sciences Journal, 13, 111-119.
The Council of the Law Society of Singapore. (2018). Practice Direction 6.2: Advertisement and Media Publicity, accessed on 10 June 2021 at https://www.lawsociety.org.sg/wp-content/uploads/2020/03/66.-Advertisement-and-Media-Publicity-PD-6.2.1.pdf.
The Drum. (2021). How digitally effective is the UK’s legal sector in 2021?, assessed on 10 June 2021 at https://www.thedrum.com/opinion/2021/04/08/how-digitally-effective-the-uk-s-legal-sector-202.
The Economic Times. (2021). Definition of 'Advertising', The Economioc Times, accessed on 19 September 2021 at https://economictimes.indiatimes.com/definition/advertising.
The Law Society of Singapore. (2021). Ten Questions on the Publicity Rules, assessed on 13 June 2021 at https://v1.lawgazette.com.sg/2010-03/column1.htm.
The Star. (2017). Bar: It’s Time to Rethink Publicity Rules for Lawyers, assessed on 10 June 2021 at https://www.thestar.com.my/news/nation/2017/05/29/bar-its-time-to-rethink-publicity-rules-for-lawyers/.
Twin, A. (2020), Marketing, Investopedia, accessed on 19 September 2021 at https://www.investopedia.com/terms/m/marketing.asp.
Wan Hussain, W.M, Yaakub, N.I, Ab Rahman, Zainol,Z.A, Mujani, W.K. (2010). Internet Marketing Strategies for Lawyers in Malaysia: Read it, and Do it to Skyrocket Your Business. International Review of Business Research Papers, 6(6).
Wei, W. (2020). Study on the Characteristic Path of Legal Publicity in Ethnic Regions from the Perspective of Sociology of Law, 3rd International Conference on Economy Development and Social Sciences Research (EDSSR 2020).
Wilkins, D. B., Trubek, D. M., & Fong, B. (2020). Globalization, Lawyers and Emerging Economies: The Rise, Transformation and Significance of the New Corporate Legal Ecosystem In India, Brazil and China. Harvard International Law Journal, 61(2).
Wilson, R. (2020). From Advocate to Party-Defenses for Lawyers Who Find Themselves in Litigation. Texas Law Review, 61(1), 43.
Wong Jin Nee & Teoh. (2021). Advertising Compliance in Malaysia, accessed on 17 July 2021 at https://www.wjnt-law.com/intro/advertising-compliance-in-malaysia/.
Wong, H. S. (2019). Legal Profession and Marketing in Malaysia: Direction towards Hybrid Profession. International Journal of Recent Technology and Engineering (IJRTE), 8(2).
Woschnick, V. (2021). What Are the Top 10 Most Effective Marketing Strategies?, Widert Group, accessed on 19 September 2021 available at https://www.weidert.com/blog/top-10-most-effective-marketing-strategies.
Yiting, C. (2019). Defending the Legal Profession Publicity Rules assessed on 19 September 2021 at https://yitinglawoffice.wixsite.com.
Zainuddin, N. (2020), Value Creation and Destruction in Social Marketing Services: A Review and Research Agenda, Journal of Services Marketing, accessed on 19 September 2021 at https://www.emerald.com/insight/0887-6045.htm.
Published
2021-10-10
How to Cite
Othman, M. B., Sufi, H., Hussain, F., Abdullah, S. M. and Alang, K. (2021) “Re-Examining the Publicity, Advertising and Marketing of Legal Profession in Malaysia”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(10), pp. 443 - 455. doi: 10.47405/mjssh.v6i10.1080.
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